BKc Case Study

I worked with the Brooklyn Circus to reimagine their photographic identity, visual language, online presence, and e-commerce capabilities. As art director, design lead and independent consultant, I managed the entire creative process and acted as an agency, hiring a diverse network of talent to deliver against the brief. The following case study documents the one-year process of elevating the brand experience through striking photography and sophisticated graphic design.

RESEARCH

01: History of the Brand

The goal was to solidify the Brooklyn Circus presence in the digital marketplace and organically grow its consumer base, so I delved into the brand's history to pull out a common thread.

02: MOOD BOARD

A mood board helps identify a key photographic style for a brand. These images accurately represent the Brooklyn Circus brand.

CONTENT

What does the editorial voice of the Brooklyn Circus sound like? I interviewed the brand's founder to find out, created an outline of key facts, and identified 3 storylines to explore.

03: EDITORIAL WRITEUP

BEHIND THE BRANDPersonified the brand ethos and moral code. Founded a decade ago, the BKc weaves together storytelling, history and fashion.

THE 100-YEAR PLANRewriting history through experience, while maintaining its iconic status in the now, charting it's growth in the future.

THE GLOBAL VILLAGEExplore the personas of the BKc, a clothing company that fosters creativity through artistic endeavors and collaboration.

CONCEPT

04: Competitive Research

This is a key aspect of any site redesign. This helped identify the need to strike a balance between content + commerce.

05: BRAND DESIGN CONCEPTS

I then devised 3 visual styles to best serve the client's needs, which accurately fit the client brief and overall requirements.

UX/UI

06: UX/UI - SITE MAP

Next up was the UX/UI phase. First I created a site map that would act as our playbook throughout the website redesign process.

07: UX/UI - WIREFRAMES

I then created wireframes of each web page to inform the final site design. The categories were as follows:

HOMEPAGE - BEHIND THE BRAND - FEATURES - SHOP - STORES

08: DESIGN COMPS

MINIMAL + MODERN

The final layout for the new Brooklyn Circus website.

PHOTOGRAPHY

Shifting gears, we moved on to editorial and still life photography.

09: FALL PHOTOSHOOT

The concept for the first shoot was RECLAIM BROOKLYN. I selected locations that personify the brand's namesake and we got to work. Mood board above, final images below.